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Wear the Trend: Logos Aloud


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Any day now, you can expect the high street to be awash with all things pastel and floral in time for the spring and summer months; but all this sickly sweetness can be a bit much even for the most girly of girls, not to mention getting pretty tired as far as trends go (seriously, how many years in a row can Topshop trot out the same old rose-printed jersey bodycons?).

If you’d rather wear a fascinator made of flumps than yet another pastel pink cami or pixelated pansy print skirt, then the SS14 catwalk trend for shout-out loud logos and slogans might just be the way to go.

Think Ashish and his lightweight, loose tees and tank tops, perfect for warmer weather or for layering when the evenings draw in, smothered in sequins and bearing Coca-Cola logos loud and proud (pictured); Sophia Webster’s speech-bubble clutches and sandals; or even Ostwald Helgason’s double-take inducing balloon dog motifs, and you’re on the right lines for getting this look. Pair a fun logo or slogan top with skinny jeans (ripped knees were a big thing on the runway) and Converse for a relaxed daytime look, or keep it feminine by tucking it into a ladylike pencil skirt teamed with heeled sandals for a smart-casual feel.

While this is an easy, fun trend to tap into, why not get serious and channel Vivienne Westwood’s Red Label slogan styles? Westwood used her collection as a means to communicate her views on environmental issues, with models wearing ‘Climate Change’ slogan tees. If you are passionate about saving the planet, most charities sell t-shirts with their logos on, which you can then customise by slashing necklines, rolling sleeves or cutting up to make crop tops that are at once individual and ethical.

Ultimately, the beauty of this trend is its simplicity; you can hit the high street and be almost guaranteed to find tops emblazoned with logos in the likes of River Island, Topshop, H&M and Urban Outfitters, not to mention the endless rails of retro t-shirts and slogan sweaters in charity and vintage shops calling out for some customisation. If all else fails and you simply can’t find the pre-printed words for you in store, then grab a sharpie and create your own! Have an art attack moment and scrawl and scribble to your heart’s content; speak your mind, or let your clothes speak it for you.

Image courtesy of British Fashion Council.

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